In the fast-paced world of B2B SaaS, pricing and packaging can make or break your growth trajectory. Get it right, and you drive ARR, reduce churn, and improve customer experience. Get it wrong, and you risk confusing customers, devaluing your product, and leaving revenue on the table.

On a recent episode of Product Marketing Maestros: Tales from the Front Lines, I sat down with Cris Thome, Global Head of Product Marketing at Uberall, to dissect a real-world pricing and packaging overhaul. Her insights provide a masterclass in how scaleups can rethink their approach to pricing for maximum impact.

The Challenge: Misaligned Pricing and Customer Needs

Uberall, a location marketing platform, had a common but critical problem: its product packages weren’t aligned with how customers actually bought and used its offerings. Instead of a customer-centric model, they had rigid tiers that forced customers into bundles that didn’t fit their needs.

🚨 The pain points?
✔️ Customers felt boxed into tiers that didn’t match their priorities
✔️ Sales teams faced constant discount requests and pricing objections
✔️ Packages weren’t optimized for ARR or retention

As competition intensified, it became clear that the status quo wasn’t sustainable. A revamp was necessary.

The Strategy: A Four-Layer Approach to Pricing

Through extensive research, cross-functional collaboration, and direct customer feedback, Uberall implemented a new pricing and packaging strategy that provided flexibility without complexity.

Here’s how they did it:

1️⃣ Core Packages: Instead of bundling unrelated products together, Uberall grouped core offerings into simple, intuitive tiers. Each level added incremental value without forcing unnecessary upgrades.
2️⃣ Level-Up Features: Advanced functionality (such as workflow approvals) was separated into an optional “level-up” layer, allowing customers to scale at their own pace.
3️⃣ Adjacent Products: These could be added at any time, rather than being locked behind expensive tiers. This improved customer adoption and expanded revenue opportunities.
4️⃣ Services & Integrations: A dedicated services layer ensured customers had the necessary support without overcomplicating pricing.

This structured approach made pricing more predictable, transparent, and customer-friendly, while also making it easier for sales teams to drive conversions.

The Results: Increased Adoption & Revenue Potential

🚀 The impact? A streamlined pricing structure that:
✅ Improved sales conversations by eliminating discount-driven negotiations
✅ Allowed customers to self-select packages that fit their needs
✅ Positioned Uberall for sustainable growth in ARR and retention

With these changes launched in December 2024, Uberall is already seeing early success. In Q1 2025, they plan to refine their model further based on ongoing customer feedback.

What This Means for Tech Scaleups

If your pricing strategy is leading to stalled deals, unnecessary discounts, or customer confusion, it’s time for a rethink.

Here are three takeaways for your own pricing revamp:

🔹 Customer Research is King — Your pricing should be built around how customers actually buy and use your product, not how you want to sell it.
🔹 Flexibility Increases Revenue — Give customers the power to scale into your product on their terms, and they’ll buy more over time.
🔹 Sales Enablement is a Must — The best pricing model won’t succeed if your sales team doesn’t know how to position it effectively.

Want More Product Marketing Insights?

Pricing and packaging are just the tip of the iceberg when it comes to product marketing strategy. If you want more real-world case studies and expert insights, grab a free copy of my Amazon bestseller, Product Marketing Wisdom, and subscribe to my newsletter HERE.